Innovation Interactive opens UK branch

Innovation Interactive, the parent company of digital marketing agency 360i, search software provider SearchIgnite and behavioral targeting firm Netmining, has opened a London office.

“We think it's a great time to invest internationally and put our feet on the street in locations that are underserviced and underutilized,” said Will Margiloff, CEO of Innovation Interactive. “Our solutions are in demand today, regardless of what's going on with the economy.”

Last year, the company opened a Tokyo office and acquired Brussels-based Netmining.

Margiloff said the plan is to increase the company's number of international clients as well as increase its domestic clients' reach overseas.

“I think the three businesses we have today — agency, search marketing campaign technology and our behavioral platform — really work well together in terms of providing a diverse collaborative group of solutions for advertisers,” Margiloff said. “Our goal internationally is to bring technology first. It's a lot easier to bring technology to a new marketplace and then layer on agency-related solutions as a secondary part of that strategy.”

James Yancey, former managing director of 360i's Atlanta office, will take the helm in London, also as managing director. New to the company, Razorfish and Coca-Cola veteran Jared Belsky will take over Yancey's role at 360i.

Margiloff said Yancey is actively interviewing candidates to build a team of local professionals in the London office.

Mostly in Brussels, Innovation Interactive currently has 15 international employees.

Margiloff could not yet mention clients specific to the London office. US clients include NBC Universal, Borders, Office Depot, JCPenney and H&R Block.